The WAG era never really disappeared — it just evolved.
With Euphoria coming back for season three, it felt right to go back to where it all started.
This year I.AM.GIA descended upon Coachella, partnering with artist Sexxy Red for a full-scale creative takeover.
Introducing THE BEST FRIEND BLARE. Made for your fur bestie. Designed originally for dogs, but just as adorable on cats.
More than a pop-up, it was a cultural moment — a celebration of the tracksuit that didn’t just start it all, but evolved into something bigger: the uniform of GIA girls everywhere.
This is blare in her hottest era yet.
Built to evolve through the night, Trance moves seamlessly from the party to the after-hours — from day to night…or night to morning.
Designed for thirst trapping, spiralling, and being perceived — somewhere between red hearts and red flags.